Turn Consumer Testing into Fun

Key Finding

Pet food brand PawJoy replaced traditional surveys with fun quizzes, boosting Consumer Testing participation from 12% to 68%. By using targeted quiz questions, they identified product pain points, and the repurchase rate of their new product exceeded 40%—all made possible by SurveyMars’ quiz maker.

When "Rewarded Surveys" Fail: A Pet Brand’s Testing Dilemma

“We spent $5,000 on pet supply coupons, but only 89 people completed our testing survey.” Lili, PawJoy’s Marketing Director, once found herself stuck in this predicament. The brand planned to launch a new grain - free dog food line and needed Consumer Testing to understand user preferences for "ingredient ratio" and "kibble size". However, the tedious nature of traditional surveys made their target audience (pet owners) avoid participating.

Data revealed three major flaws in their traditional surveys: a 12% completion rate, fewer than 50 valid responses, and user complaints that it "felt like an exam". “We needed a way to get users to participate actively, not just fill out forms passively,” Lili said. “That’s when we realized quiz games were the key to connecting with consumers.”

Reinvent Testing with a Quiz Maker: PawJoy’s 3 - Step Solution

PawJoy chose SurveyMars as its core tool, mainly attracted by its online quiz template library and gamification features. They repackaged "product testing" into a themed quiz titled "What’s Your Dog’s Eating Personality?", achieving both data collection and engagement through three steps:

1. Use "Fun Personalities" to Package Testing Goals (Lower Participation Barriers)

Instead of directly asking "Do you care about grain - free ingredients in dog food?", the team used SurveyMars’ quiz maker to design contextual quiz questions:

"When your dog eats, they’re more like? A. A gentle slow - eater B. A ravenous little monster" — (Corresponds to kibble size preference)

"When choosing dog food, what do you check first? A. Meat content B. Grain addition C. Price" — (Corresponds to key ingredient concerns)

"After your dog eats, what do you care most about? A. Stool condition B. Coat shine C. Energy level" — (Corresponds to expected product effects)

After every 3 questions, SurveyMars automatically popped up "dog eating personality" tags (such as "Picky Gourmet" or "Energetic Foodie"), making the testing process fun.

2. Embed Online Trivia Questions (Deepen Testing Value)

To enhance professionalism and user trust, PawJoy inserted online trivia questions into the quiz, such as "Which dogs are grain - free dog food more suitable for? A. Dogs with sensitive stomachs B. Large - breed dogs", along with short educational explanations. SurveyMars’ question bank feature allowed easy insertion of such content, completing Consumer Testing while demonstrating the brand’s expertise.

3. Instant Feedback + Reward Loop (Boost Completion Rate)

Using SurveyMars, they set up a "custom recommendation upon completion" mechanism: after users finished the quiz, they received personalized suggestions like "For your ‘Picky Gourmet’ — Grain - Free Chicken Formula Dog Food" and unlocked coupons. This design increased the completion rate from 12% to 68%, collecting 523 valid responses.

Data Verification: The Real Value of Quiz - Based Testing

Testing Participation Rate

12% → 68%

Valid Feedback Volume

89 responses → 523 responses

New Product Repurchase Rate

22% → 41%

SurveyMars’ Unique Advantages: More Than Just a Quiz Maker

Lili attributed the success to three key features of SurveyMars that set it apart from ordinary quiz makers:

1. Contextual Template Library: 50+ industry - specific quiz games templates, no need to start from scratch

2. Automatic Data Categorization: Maps "dog personalities" to product preferences and generates visual reports directly

3. Seamless Reward Integration: One - click embedding of coupons and points to form a participation loop

3 Key Tips for Small Brands Using Quizzes for Testing

Theme Aligns with User Identity: Themes like PawJoy’s "dog personality" resonate more than "product testing"

Keep It to 8 - 10 Questions: SurveyMars data shows this range has the highest completion rate (average 65%+)

Provide Feedback Every 3 Questions: Use tags and short facts to maintain user interest and avoid fatigue

“We used to treat consumer testing as a ‘task’, but now with SurveyMars’ quiz games, we’ve turned it into ‘interaction’,” Lili said. For all brands, the core of quiz questions isn’t just "asking"—it’s "listening"—collecting what users truly want to say in a way they enjoy. And SurveyMars is the key to making this "listening" efficient and engaging.

Q1: How does SurveyMars let me create "Choose Your Own Adventure" quiz games with branching paths?

A: Build branching quiz games where answers dictate the next question. For example, if a player answers "Space" to "Favorite Topic?", the next question is space-themed; if they choose "History," they get history questions. You can add multiple branching paths and even different endings (e.g., "Space Explorer Winner" vs. "History Buff Champion"). This personalizes the game, making each player’s experience unique.

Q2: Can I set "Single Choice Questions" to auto-advance to the next question after selection, skipping the "Submit" button?

A: Yes—SurveyMars lets you enable auto-advance for single choice questions. Once a respondent selects an option, the quiz automatically moves to the next question without requiring a separate submit click. This streamlines the experience for fast-paced quizzes or mobile users, reducing friction and keeping momentum going.

Q3: Does SurveyMars support "Multiple Choice Questions" with a maximum number of selectable answers (e.g., "Choose up to 3")?

A: Absolutely—set limits on multiple choice selections. For example, label a question "Select 2–4 favorite features" and restrict respondents to choosing between 2 and 4 options. The platform disables additional selections once the limit is hit and shows a clear prompt (e.g., "You can choose up to 3 options"). This ensures you get precise, intended responses without over-selection.

Q4: Can I add "Image Thumbnails" to single/multiple choice options for more visual quiz questions?

A: Yes—attach images to choice options for intuitive, visual questions. Upload thumbnails (e.g., product photos, logos, or icons) next to text labels (e.g., "Which logo belongs to Brand X?"). Images are resized automatically to fit the quiz layout, making options easier to scan and engage with. This is ideal for design, geography, or product-themed quizzes.

Q5: Can I create "Matrix Questions" where rows are questions and columns are custom rating scales (not just satisfaction)?

A: Yes—customize matrix question scales to fit your needs. For example, set rows as "Product Features" (ease of use, price) and columns as "Importance Levels" (Low/Medium/High) or "Frequency of Use" (Daily/Weekly/Rarely). You can label columns with text, numbers, or emojis, and mark specific rows as required. This condenses multiple related questions into one grid, saving space and simplifying responses.